公司层战略多元化战略.ppt

第七章公司层战略多元化战略霍国庆中国科学院研究生院管理学院******@-petitiveStrategy)petes-lowcost -differentiation-focusedlowcost -focuseddifferentiation -integratedlowcost/ -pany-wideStrategy)??CorporateStrategyiswhatmakesthecorporatewholeadduptomorethanthesumofitsbusinessunitparts多元化战略的类型BusinessUnitLowLevelsofDiversificationSingleBusiness>95%ofbusinessfromasinglebusinessunitDominantBusinessBetween70and95%ofbusinessfromasinglebusinessunitBusinessUnitRelatedConstrained(集中多元化)>70%ofrevenuesfromdominantbusiness;allbusinessesshareproduct,technologicalanddistributionlinkages多元化战略的类型BusinessUnitBusinessUnitModeratetoHighLevelsofDiversificationBusinessUnitRelatedLinked(Mixed)(横向多元化)>70%ofrevenuesfromdominantbusiness,andonlylimitedlinksexist多元化战略的类型BusinessUnitBusinessUnitModeratetoHighLevelsofDiversificationBusinessUnit多元化战略的类型Unrelated(非相关多元化)>70%esfromthedominantbusiness,monlinksbetweenbusinessesBusinessUnitBusinessUnitVeryHighLevelsofDiversificationBusinessUnit多元化战略的类型RelatedConstrainedDiversificationVerticalIntegration(MarketPower)UnrelatedDiversification(FinancialEconomies)BothOperationalandCorporateRelatedness(RareCapabilityandcanCreateDiseconomiesofScope)RelatedLinkedDiversification(EconomiesofScope)CorporateReadiness:TransferringSkillsintoBusinessesThroughCorporateHeadquartersLowHighSharing:OperationalRelatednessBetweenBusinessesLowHigh相关多元化战略相关多元化战略(Relateddiversificationstrategy)是通过创建或扩展公司的资源、能力和核心能力以增强竞争优势的一系列承诺与行动。相关多元化战略相关多元化战略的实现两种方式:形成范围经济Economiesofscope增强市场力量Marketpower